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mobile social networking service. MyWorld will enable Zain’s nine million subscribers to view,update <strong>and</strong> interact with social networks <strong>and</strong> social media sites, such as Facebook, Twitter<strong>and</strong> MySpace. The service will be available in Arabic <strong>and</strong> English.Voice SMSKirusa’s voice-SMS platforms process 400 million calls in AugustVoice-SMS platform provider Kirusa has announced that its platforms, which are deployedwith about 30 mobile operators, processed a total of 400 million calls in August. The companyalso stated that there were also 53 million unique users of its platforms as of end-August.Tigo Ghana CEO, Carlos Caceres, said that the Kirusa platforms <strong>and</strong> services are being used bymillions of mobile subscribers in Ghana.Machine-to-machineEverything Everywhere exp<strong>and</strong>s M2M partners with Raco dealThe UK’s Everything Everywhere has formed a partnership with US M2M vendor RacoWireless to provide Raco’s M2M customers access to Everything Everywhere’s network.Everything Everywhere, a 50/50 joint venture between France Telecom <strong>and</strong> DeutscheTelekom, will also provide access to the European networks of its parent operators. EverythingEverywhere sees M2M as a future key revenue driver, <strong>and</strong> recently deployed a propriety M2Mplatform developed in partnership with Transatel.<strong>Market</strong>ing <strong>and</strong> advertisingEssar Telecom Kenya partners with Flytxt in AfricaEssar Telecom Kenya has partnered with mobile marketing <strong>and</strong> advertising agency Flytxt inorder to deploy Flytxt’s integrated carrier class mobile marketing software platform, Neon,into its network. Neon will enable Essar to offer promotions to its subscribers. By deliveringhighly personalized marketing messages, the operator hopes to grow its subscriber base,which stood at slightly over 1.5million in 2Q11.Bulmers Cider uses O2 Media for location-based marketingBeverage-maker Heineken has partnered with O2 Media, useyourlocal.com <strong>and</strong> StarcomMediaVest to launch a mobile marketing campaign for its Bulmers Cider division, usingO2 Media’s You Are Here location-based marketing service. The campaign is aimed atencouraging opted-in subscribers to O2 Media to visit a nearby pub which sells the Bulmerrange of ciders. Between now <strong>and</strong> the end of Oct. 2011, O2 Media will send 100,000promotional messages about Bulmers Ciders to O2 customers aged 18 <strong>and</strong> over, who enterwithin the range of a location marked by a geo fence set up by O2 Media. The message willredirect the recipient to www.useyourlocal.com for the location details of their nearest pub.VideoBSNL partners with DigiViveIndian VAS provider DigiVive has tied up with GSM/WCDMA government-owned operatorBSNL to offer 65 live mobile TV channels as well as 5,000 hours of video on dem<strong>and</strong> contentfor BSNL subscribers. The subscription fee for the service varies from INR8 (US$0.2) per day toINR99 per month for BSNL customers.Etisalat announces intent to launch mobile VODUAE operator Etisalat is working on bringing video-on-dem<strong>and</strong> to the mobile <strong>and</strong> tabletscreens in four to six months.TariffsM1 launches mobile plans for the deaf, hard-of-hearingSingapore telecommunications firm M1 has launched two mobile service plans exclusively forclients <strong>and</strong> members of the Singapore Association for the Deaf (SADeaf). The MessageSurf <strong>and</strong>BlackBerry MessageSurf plans are priced at SGD25.68 (US$19.63) <strong>and</strong> SGD29.96 per monthrespectively <strong>and</strong> include 50 minutes of outgoing video calls, 10,000 SMS <strong>and</strong> MMS messages,<strong>and</strong> 3 GB of data with excess data usage capped at SGD30. The plans will come with additionalbenefits such as unlimited free calls to three M1 numbers, per second billing <strong>and</strong> all day freeincoming video calls.Safaricom increases call chargesKenya’s leading mobile operator, Safaricom, has increased its call charges by KES 1(US$0.0098) citing high inflation <strong>and</strong> the depreciating Kenyan shilling. Following the increment,customers will pay KES4 <strong>and</strong> KES5 for on-net <strong>and</strong> off-net calls respectively. The operatorwww.informatm.com © 2011 Informa Telecoms & Media 44
has also increased international calling rates, however, data <strong>and</strong> SMS services will remainedunchanged. The move is seen as an end to an era of low call rates that customers have enjoyedsince August last year. Orange Kenya <strong>and</strong> Airtel have welcomed the move <strong>and</strong> promised tomake similar increments once they have evaluated the impact of the rising inflation on theiroperations.Pick & Mix launched by Virgin Mobile AustraliaMobile operator Virgin Mobile Australia has launched the ‘Pick & Mix’ postpaid plan. Theplan, which sells for AUD19 (US$ 19) per month, includes AUD19 credit <strong>and</strong> 100 MB of data,after which subscribers can then select a number of options. Under the plan, calls are chargedat AUD0.15 per minute <strong>and</strong> SMS messages cost AUD0.15 each. An unlimited SMS option ischargeable at an additional AUD10 per month, an unlimited voice option costs AUD30 permonth <strong>and</strong> customers can opt for 500 MB of data costing an extra AUD5, 2 GB which costsAUD10 <strong>and</strong> 4 GB which costs an additional AUD20 per month. Subscribers of the Pick & Mixplan are allowed to change their plan options anytime.Vodafone Australia offers new prepaid cap rechargeVodafone Australia has launched a new prepaid cap recharge for AUD30 (US$30). Therecharge offers AUD450 worth of credit <strong>and</strong> also features unlimited access to selected socialnetworking sites, unlimited SMS <strong>and</strong> 500 MB of data. The credit expires in 30 days.Du launches Emirati Plan for UAE nationalsUAE mobile operator Du has launched a new mobile package, the Emirati Plan, whichis exclusive to UAE passport or National ID holders. Benefits of the plan include specialmobile numbers, national offers, such as 2,000 national minutes, 1000 SMS <strong>and</strong> 2GB of dataper month, international offers with the special rate of AED1.45 (US$0.39) per minute forinternational calls to over 190 destinations, lifestyle rewards, invitations to major events, <strong>and</strong>exclusive content. The Emirati Plan is available in three tiers: Emirati 100 Plan, Emirati 250Plan <strong>and</strong> Emirati 500 Plan (numbers correspond to the monthly price plan). 5% of the fee paidby the user will be donated by Du to CSR initiatives in the country.Play offers 500 free SMS to new subscribersPolish mobile operator, Play (P4), is currently giving its new subscribers who have signed upto the operator 500 free SMS to all mobile networks in the country.Bakcell launches mobile package targeted at youth marketAzerbaijan’s Bakcell has launched the CINeration mobile connection package targeted at theyouth market. The package provides on-net calls for AZN0.02 (US$0.02) per minute <strong>and</strong> SMSor MMS messages for the same price to all Azerbaijan networks, as well as half-price mobileinternet access.www.informatm.com © 2011 Informa Telecoms & Media 45
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